Digital Transformation in the Tourism Industry and Its Impact: An Exploratory Study on the Behaviour of the Digital Tourist of the Opinions of a Sample of Travel and Tourism Companies in Baghdad

The research aims to identify the concept of digital transformation and its specific requirements. The research also seeks to clarify the advantages and disadvantages of using digital transformation in the tourism sector and highlight its impact on tourist behavior and interaction with modern technologies. These modern research variables must be studied to demonstrate their relationship and benefit the tourism sector and its institutions, contributing to progress and development and helping to increase national income rates. Additionally, digital transformation facilitates task .execution and service provision. Therefore, the study sample includes travel and tourism companies in Baghdad